The Pet Exposure Effect: Exploring the Differential Impact of Dogs Versus Cats on Consumer Mindsets

Despite the ubiquity of pets in consumers’ lives, scant research has examined how exposure to them (e.g., recalling past interactions with dogs and cats, viewing ads featuring a dog or cat) influences consumer behavior. The authors demonstrate that (cats) reminds consumers stereotypical temperaments behaviors pet species, which activates promotion- (prevention-) focused motivational mindset among consumers. Using secondary data, Study 1 shows people states higher percentage (cat) owners Google more words report COVID-19 transmission rate. multiple products, Studies 2 3 these regulatory mindsets, when activated by exposure, carry over influence downstream judgments, purchase intentions, behaviors, even pet-unrelated consumption contexts. 4 stereotypicality moderates proposed effect such relationship between orientations persists extent are reminded species. 5–7 examine role fit evince leads favorable responses toward advertising messages appeals.